Tobias Boelkow

Our Sour

In 2020, I moved to Frankfurt am Main and quickly developed a deep appreciation for Apfelwein. What started as a newfound love for this traditional beverage turned into a passion for innovation in 2024. Together with friends, I wanted to create something—a project that we could build and shape together. One spontaneous afternoon during a picnic in the park, we decided to embark on an journey: Our Sour was born. Taking the lead in project management, I embraced the challenge of bringing our vision to life.

With the backing of the Goethe-University's startup program Goethe-Unibator, I've launched a startup with my co-founder David Wacker dedicated to innovation in the Apfelwein industry, addressing everything from production techniques to effective market positioning.

The Problem

The starting point was the observation that Apfelwein consumption has been declining over the past decades, while other apple-based beverages like cider have gained international popularity. An informal market analysis conducted on the Goethe-University campus confirmed the demand for more contemporary and attractive Apfelwein products.

8. Marketing and Events

Collaborations with other collectives, presence in magazines and television, as well as our own events, play a central role in our marketing strategy. Through targeted events, pop-up tastings, and social media campaigns, we aim to make the brand tangible and build an authentic community around Our Sour. Particularly, direct interaction with our target audience at festivals, bars, and exclusive launch events helps anchor the brand sustainably in the market.

Campus events: Introducing the product to students as an initial, straightforward target group.
Collaborations with local communities, such as the GEFAM Parkour Collective, to engage with active groups and amplify brand reach.
Brand activation during the winter season at the Winter Space Christmas market in the Bahnhofsviertel, featuring a four-week stand, where Our Sour was also sold as a hot drink.
Launching our own event series, such as Kiosk Rave, in collaboration with current sales locations.
Hosting pop-up tastings at the Bahnhofsviertelfest and celebrating new releases at kiosks.

Conclusion

The founding of Our Sour was a challenging yet incredibly rewarding journey, one that provided valuable insights, particularly in the realm of project management. Entering the consumer goods sector was uncharted territory, but it became a transformative learning experience as we approached the end of our studies. The most important lesson we learned was to take the leap and start, overcoming the initial hesitation that often holds us back.

Product Development: I learned the importance of iterative work, the value of early feedback, and the need to remain adaptable throughout the process.

Sales & Marketing: Direct engagement with the right people often proves more effective than broad, generalized strategies. Authenticity and a clear brand identity emerged as fundamental elements for success.

Networking & Cooperation: Our collaboration with businesses in the Rhein-Main area was pivotal. These partnerships were essential to our success, and they emphasized the power of networking and working together toward a common goal.

Our mission to revive tradition while embracing modernity became a driving force behind the project. Along the way, I learned the importance of persistence, creative problem-solving, and, most crucially, active project management. The value of networking and collaborating with local businesses cannot be overstated—it was integral to our achievement. The strong interest from various investors further validated that we are on the right path with Our Sour.
A key next step will be seeking a strong partner who shares our vision and can collaborate with us to take Our Sour to the next level.

Our Sour

The Problem

→ Pushing the Boundaries of Apfelwein

Conclusion

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